Tailored training

Why communicate?

Let's start with a simple proposition. You don't have to talk to the media. There now, that wasn't so hard was it? It's not mandatory to participate in a press interview, and frankly if more people said 'no comment' the world would probably be a better place  or at least not so misunderstood.

Ah... but (and you knew there would be a 'but') what might you lose by not engaging with the fourth estate? What if a media-savvy competitor convinces the press that its product, service or company is better than yours (even if it isn't) simply by talking to journalists while you stay silent? What if they plant their company flag on the moral high-ground of industry debate, leaving you to wonder how it is that everyone is talking about them and not you?

The reality, of course, is that your business will most likely benefit if you talk to the media  so they can spread a message to your customers and prospects about what you're doing... like launching new products, or changing your structure or activities. Maybe you need to reassure customers that you've taken swift action to deal with a manufacturing issue. Or perhaps you'd like to raise awareness of forthcoming legislation and its impact on customers' operations  and how your company can help them adapt to the changes. So what's your plan then?

Too often companies overlook how the media can deliver positive messages about their business and products/services. Media training is about learning how to grasp these opportunities and maximise your time with an individual journalist or at a press conference. It also provides valuable lessons on how to avoid the pitfalls of dealing with the press... and to minimise the fallout when things go wrong.

With more than 30 years' experience in business journalism, Brian Weatherley (pictured ) can provide bespoke media training for senior managers and executives within corporations and institutions of every size  with special emphasis on preparing for media encounters with business journalists, as well as the specialist or trade press.